Future, the latest rapper to get a sneaker deal from Reebok, has wasted no time cashing in on the perks of his partnership. In an interview with Sole Collector, Future revealed he treated his members of his 20-person entourage to basically the entire inventory of the Reebok employee store on a campus visit to its Canton, Massachusetts headquarters.
“You know people hear free shit and they just start picking up everything,” Future said, estimating the spree was for about $20,000 of Reebok merchandise. “So [Reebok] gave me a budget because I bought out the entire store.”
The trapper is the face of Reebok's campaign for its first knit sneaker, the Zoku Runner. At events in London and New York, Future headlined Reebok-sponsored private concerts and shot back at sneakerheads criticizing his deal with Reebok.
“Wait until the shoe drops,” he said, referring to his own signature Reebok sneaker releasing this year. He declined to talk about the exact details or when to expect it. “We got a shoe dropping, but right now it’s all about the Zoku shoes that we’re promoting.”
As far as promoting Reebok’s Zoku Runner, Future revealed the list of all the musicians in his contact list that he plans to send the shoes to. It ranges from the acts on his tour to some already inked up with other sneaker brands. Future described the seeding as, “All A-list, baby” and mentioned Kanye West, ASAP Rocky, ASAP Ferg, Kodak Black, Tory Lanez, Migos, Zoey Dollaz, Chris Brown, Rihanna, The Weeknd, YG, and Nicki Minaj as recipients of the shoes.
Future also gave his take on why rappers and entertainers are more viable for sneaker brands than athletes right now.
“Everything is musically driven,” he said. “When it’s musically driven, rappers have the opportunity to have an influence on the listeners as far as style.”